Know your audience, but know the broad-er space too
These are US stats but I'd venture to say the same can be roughly applied to the UK as well. Basically this article says that women make the most decisions around buying and are the most influential on social media sites, implying this is the gender we want to get in front of, from an advertising perspective of course. It also talks about the companies (sites) who have caught on to this: Zappos and Etsy have hopped on board with staggering success.
If women are part of your target demographic, it would be prudent to tailor this element of the campaign to the savvy female shopper.